Overview
Significant sector contribution from tourist spend; online retail presence growing
The retail sector in Singapore is diverse, accounting for approximately 1.4% of the country’s GDP and about 3.0% of total employment. It is driven by both local consumption and tourism, with the country being a major shopping destination in the Asian region, attracting shoppers from regional neighbors as well as other key markets including Europe and Australia. Prior to the pandemic, almost 20.0% of total tourism receipts to Singapore were generated through shopping.
Sector transactions are made through a number of channels, including stores, kiosks, mail and online. Of these, the stores – also known as brick-and-mortar - still represent a majority of the receipt generation. Like any other traditional retail sector, store formats include department stores, supermarkets, specialty/outlet retailers and warehouse retailers, to name a few. Singapore’s retail sector also boasts a strong online presence, which now accounts for around 15.0% of total sector receipts.
Over 27,600 retail establishments across the country; Supermarkets generate highest retail receipts
Boasting nearly 4.1 billion square meters of retail space across the country, the sector comprises over 27,600 establishments spanning a range of sub-sectors, which include supermarkets and convenience stores, fashion and jewelry, sporting goods, food and beverages (F&B), wearing apparel and footwear, furniture, consumer electronics, furniture and motor vehicles, among others.
Pre-pandemic, the sector generated SGD 47.8 billion in receipts, down around 2.0% year-on year (YoY), and SGD 37.2 billion when excluding motor vehicles. Of the total receipts, personal goods make up around 33.0%, followed by general merchandise, which accounts for around 25.0%.
Interestingly, despite accounting for only 2.0% of the retail establishments, supermarkets are the largest revenue generators, making up close to 16.0% of total retail sales (excluding motor vehicles). On the other hand, wearing apparel, which accounts for approximately 20.0% of retail establishments, represents only 7.0% of retail sales when excluding motor vehicles.
Government initiatives, combined with high mobile phone and broadband penetration spur online retail
Singapore’s retail sector is indeed one of the most developed in the Asian region, and this is reflected in its rapid move towards digital platforms. In 2016, the government launched the Retail Industry Transformation Map (ITM) with the aim of developing a highly productive omni-channel (stores and online) retail sector. The road map also showed particular focus on the small and medium-sized establishments (SMEs) in the sector, facilitating them with the necessary digital infrastructure towards making the move to online retailing.
Apart from the government initiatives, strong per capita income generation, a mobile phone penetration rate of about 158.0% and wireless broadband penetration of close to 184.0% have also resulted in a strong shift to online retail. This has given rise to mobile e-commerce, with nearly 47.0% of e-commerce transactions in 2019 being carried out on a mobile device. As a result, the sector is also seeing a steady switch to digital payment methods, with digital wallets accounting for 18% of online retail payments in 2019.
Key Trends
Discretionary retail worst hit by COVID pandemic; F&B segment buoyed by online sales
Since late-2019, the COVID pandemic has also reshaped the landscape of the retail sector. Calendar year 2020 saw overall retail sales drop by 15.0%, while the circuit breaker period (CB period) – also known as the lockdown period - from 7th April to 01st June 2020, saw retail sales plunge by 46.0% YoY.
The worst hit were the discretionary industries such as Department Stores, Wearing Apparel and Footwear, and Watches & Jewelry, which saw full year sales dip by 32.0-42.0%, and drop as much as 87.0-92.0% during the CB period.
Meanwhile, sales in Supermarkets and Hypermarkets, Mini-Marts and Convenience Stores, and Computer and Telecommunications Equipment held steady throughout the year 2020 and 2021 to-date. This came on the back of higher demand for groceries as well as computers and peripheral equipment, with consumers spending more time at home due to work-from-home arrangements.
The most notable change as such was the significant jump in online sales during the period. The infrastructure set in place from early on enabled consumers to seamlessly switch to online platforms, with the share of online sales doubling from about 6.0% in 2019, to 12.0% in 2020.
This increase in the online retail sales proportion was mainly driven by industries with higher online sales – namely, Computer and Telecommunications Equipment, Furniture and Household Equipment, and Supermarkets and Hypermarkets. The F&B retailing sub-sector also saw a strong disruption to operations due to the pandemic. The online F&B sales share increased more than two-fold, from 9.0% in 2019, to 22.0% in 2020, which was due to the increased utilization of online food delivery platforms since the CB period.
While year-to-date (YTD) sales in 2021 are up by 12.5% YoY, this continues to be supported mainly by grocery sales. Therefore, until such time tourism resumes, much of the local demand will remain within essentials, and to some extent, the consumer electronics space.
increasing preference for e-commerce putting upward pressure on retail space rents
Looking forward, the sector will continue to see a steady switch to e-commerce, and in particular, the mobile commerce or m-commerce space. Support services such as digital payments and last-mile delivery services will be key components in the sector narrative.
Furthermore, with this shift to e-commerce, large department store operators and mall operators will continue to experience pressure on revenue per square foot. As such, the sector will continue to see retail landlords roll out experiential and activity-based concepts, so as to encourage shoppers to visit stores and to stay competitive.
Key Statistics
- Personal goods stores make up 47.1% of all retail establishments, followed by household equipment (13.6%), general merchandise (13.5%) and transport equipment (6.2%).
- In terms of operating receipts, personal goods generated 32.9% of total receipts, followed by general merchandise (25.0%), transport equipment (22.1%), and household equipment (12.8%).
- Purchase of goods and materials make up the biggest cost component for retailers, accounting for 70.9% of total operating expenditure, seconded by remuneration (10.3%) and followed by rental costs (9.5%). Collectively, these three components made up for 90.7% of all business costs.
- Retail sales per square metre was SGD 11,478 in 2019, down from SGD 11,883 in 2009.
Top Singapore MNCs in Retail Companies
ISETAN (SINGAPORE) LIMITED
Repeated company
COLD STORAGE SINGAPORE (1983) PTE LTD
Repeated company
BACCARAT INTERNATIONAL (PTE.) LIMITED
Repeated company
SEPHORA SINGAPORE PTE. LTD.
Repeated company
PERTAMA MERCHANDISING PTE LTD
Established in 1999, Pertama Merchandising Pte Ltd is an Australian retailer. Harvey Norman is operated by Pertama Merchandising, which is wholly owned by Pertama Holdings Limited. With outlets in Australia, New Zealand, Ireland, Slovenia, and Malaysia, Pertama Merchandising has a strong international presence. Harvey Norman is a retailer of electronics, computers, furniture, and bedding in Singapore. The brand has continually provided Singaporeans with an unrivalled retail experience.
TAKASHIMAYA SINGAPORE LTD
Takashimaya is a reputed Japanese department store established in 1993. Takashimaya Singapore trades in clothing, outfits, coats, residential furnishings, and other accessories. Takashimaya features trademark flagship stores from a global collection of top luxury brands, as well as prominent fashion labels, innovative concepts and lifestyle stores, and a diverse range of interesting new-to-market companies. Takashimaya Singapore has a large global presence.
BHG (SINGAPORE) PTE. LTD.
BHG Singapore is a Singaporean department store. Its activities include the operation of supermarkets and department stores, and the sale of general merchandise, textiles, and daily-use products. It has five outlets strategically positioned in Singapore's northern, western, and central regions. BHG was established in 1994 as a joint venture by Seiyu, Ltd. (Japan) and Wing On Pte. Ltd. (Hong Kong). It now trades under the BHG brand name. Under the SPRING Singapore Business Excellence Framework, BHG Singapore won the Singapore Quality Class (SQC) certification.
DECATHLON SINGAPORE PTE. LTD.
Decathlon Singapore is a multinational sports retailer. The company was founded in France in 1976. Decathlon retails low-cost clothing, shoes, and equipment for over 60 different sports. It has equipment for over 60 sports under one roof and offers a free-to-play area with a basketball court, a football court, and a multi-purpose court that anybody may use at any time. Decathlon provides sporting equipment for people of all ages and ability levels. Skateboards, gym weights, yoga mats, and other items are available in-store.
IKANO PTE LTD
Founded in 1988, Ikano is a multinational firm which operates in the banking, real estate, manufacturing, insurance, and retail industries. Ikano was originally a division of the Swedish home furnishings giant IKEA, which was incorporated in 1943. It has a presence in Europe, Southeast Asia, and the Americas.
DFS VENTURE SINGAPORE (PTE) LIMITED
DFS Venture Singapore is a multinational retailer of luxury travel. The DFS Group was founded in Hong Kong in 1960. DFS Venture provides consumers with a wide range of products from over 750 manufacturers. This includes the finest in fashion and accessories, beauty and fragrances, watches and jewellery, wines and spirits, food and gifts, and tobacco. Its network includes 54 duty-free shops in 13 major global airports and 23 downtown T Galleria locations across four continents, as well as affiliates and resorts. DFS Venture has presence in Australia, China, France, Indonesia, Italy, Japan, Singapore, the United Arab Emirates, the United States of America, and Vietnam.
Top Singapore Large Local Enterprises in Retail Companies
NTUC FAIRPRICE CO-OPERATIVE LTD
Repeated company
THE HOUR GLASS LIMITED
Repeated company
SHENG SIONG GROUP LTD.
Repeated company
COURTS ASIA LIMITED
Repeated company
C.K. TANG LIMITED
Established in 1974, C.K. Tang is a retail store and a famous shopping destination in Singapore. TANGS offers modern, discerning customers a blend of local, international, modern, cultural, unique, and quality products. It presents a mix of international and Singaporean brands across all concepts of beauty, home, fashion, kids, and also food and beverage. In addition, C.K. Tang provides store facilities, beauty services, dining services, and corporate services.
CHALLENGER TECHNOLOGIES LIMITED
Repeated company
METRO (PRIVATE) LIMITED
Repeated company
PRIME SUPERMARKET LIMITED
Prime Supermarket, founded in 1984, is one of the local supermarket companies in Singapore. It operates a network of 26 stores around the island. Prime Supermarkethas two supportive trademarks: one that imports and supplies perishables such as meats, vegetables, and seafood, and the other that specializes in worldwide consumer lifestyle item procurement. Prime Supermarket was among the first to open its doors 24 hours a day, seven days a week.
CORTINA WATCH PTE LTD
Incorporated in 1972, Cortina Watch has grown to become a prestigious publicly-listed retail organization with around 50 boutiques across the region, including Singapore, Malaysia, Thailand, Indonesia, Hong Kong, Taiwan, and Australia. Over the years, Cortina Watch has built a reputation for quality timepieces. The firm provides its specialist watch enthusiasts with a comprehensive, finely curated collection of top haute horlogerie brands. It offers branded watches for men and women, such as Rolex, Cartier, and Tudor.
HAO MART PTE. LTD.
HAO Mart is a Singaporean retail business and grocery chain owned by HAO Corp, which was established in 2016. HAO Mart has positioned itself as a "super-mini-mart," providing its customers with the benefits of both a supermarket and a convenience shop. It has a wide variety of products and has commenced operations in HDB estates, particularly in older regions. HAO Mart is a network of grocery stores in Singapore's heartlands that provide better ease and convenience while shopping for fresh fruits and vegetables, household products, and everyday necessities. HAO Mart has 45 outlets across Singapore.
Top Singapore SMEs in Retail Companies
AIBI INTERNATIONAL PTE. LTD.
Repeated company
PASSIONS WATCH EXCHANGE PTE. LTD.
Repeated company
ART FRIEND (BBC) PTE. LTD.
Repeated company
GNOMON WATCHES PTE. LTD.
Gnomon Watches, established in 2002, is well known for its watchmaking and high craftsmanship. Gnomon Watches' diverse assortment includes high-quality timepieces and accessories with individual design characteristics. It provides a safe, next-day freight option to meet the specific demands of each customer. Gnomon Watches collaborates closely with all of the manufacturers/brands it offers, purchasing watches, bracelets, and 100% handcrafted leather straps directly from the factory.
PURE SENSES PTE. LTD.
Pure Senses is a Singapore-based distributor and reseller of luxury home fragrances. Pure Senses represents retail business for some of the top home fragrance brands, including Yankee Candle (USA), Candle Warmers, Etc. (USA), Voluspa (USA), and Antica Farmacista (USA). It is the sole agent for Yankee Candle and Price's Candles in Singapore and Malaysia, having been established in 2009. Since 2012, Pure Senses has been the distributor for Utah-based Candle Warmers, Etc. The company has created the first candle warmer with a proprietary top-down warming technique. The heat from a halogen bulb is used in these candle warmers to melt a scented candle without burning it. It has distribution rights in Singapore, Malaysia, and Hong Kong.
MB MOTORS PTE. LTD.
MB Motors was established in 2002 as a used vehicle retail company, operating out of a modest shophouse in Singapore. The company then expanded into the importing and retailing of new vehicles, as well as the export of used vehicles in excellent condition. MB Motors has expanded its product offerings to include not only vehicle imports and exports, but also workshop services and sole distributorships for numerous recognised aftermarket component companies. The brands distributed by MB are: AMS Alpha, Cobb, Dimsport, Dodson, Endless, HRE, Injector Dynamics, JUN, Liberty Walk, Litchfield, Moonface, Motec, Owen Development, RSC Tuning, Tommy Kaira, and Zeal.
SRI MURUGAN TRADING PTE. LTD.
Established in 1969, Sri Murugan Trading is a major shopping retail organisation that provides a wide range of Indian food items, veggies, and consumer goods. Sri Murugan Trading is said to be Singapore's largest importer of Indian groceries. The company produces some items which are traded under the name "Udhayam". It offers high-quality products such as Ponni Rice, Idly Rice, Raw Rice, Indian Dhalls, spices, Masala Powders, Appalam, Tamarind, Vadams, and tasty pickles. Sri Murugan Trading has nine direct retail outlets which are located in Bukit Butok, Bukit Gombak, Woodlands Road, Toh Guan, Senkang, Pioneer Road, and Enterprise Centre.
HANIFFA PTE. LTD.
Haniffa PTE. LTD. was founded in 1962. Initially, the company was named Haniffa Textiles, and its business was limited to trading in textiles, but later, it expanded to include a wide range of commodities such as jewellery, electronics, electrical items, toiletries, and culinary products. It offers a complete selection of silk sarees with new designs. The company has two stores in Singapore, three in Malaysia, one each in Kuala Lumpur, Penang, and Klang, and an export house in India.
KIDDY PALACE PTE LTD
Kiddy Palace was established in Singapore in 1992. It is one of Singapore's premier multi-brand pregnancy, baby, and child products specialist boutiques. Kiddy Palace offers a wide choice of children's and maternity products for newborns, toddlers, children, and expectant mothers. Kiddy Palace has 15 retail shops in Singapore.
VENUS BEAUTY PTE. LTD.
Established in 2002, Venus Beauty is a Singapore retailer of personal care and domestic products, catering to the requirements of both individuals and families. Over the years, the company has expanded to 20 outlets, each of which stocks over 5,000 products. Cosmetics, skin care, hair care, body care, and perfumes are among the products provided by the company. Venus Beauty also sells household cleaning supplies, confections, and seasonal items. Venus Beauty is the local distributor for a number of overseas products. It also develops and promotes a number of its own brands.
Top Singapore Fastest growing companies in Retail Industry
THE VALUE OF TIME (ASIA) PTE. LTD.
The Value of Time, a division of Richard Mille Asia, is Singapore's only official retailer of pre-owned Richard Mille timepieces. It has overseas offices in Hong Kong, China, Seoul, Taiwan, Kuala Lumpur, and Indonesia, operating 12 Richard Mille boutiques around Asia. Each of the timepieces is accompanied by a Certificate of Authentication and a 24-month International Richard Mille warranty.
IUIGA TECHNOLOGIES PTE. LTD.
Repeated company
SONNO SINGAPORE PTE. LTD.
Sonno Singapore, which was incorporated in 2017, is a mattress retail company. Sonno disrupts the time-consuming and antiquated mattress market by delivering everything online. It offers one ideal mattress for everyone's sleeping demands without the added cost of middlemen commissions or retail shop markups. Sonno Singapore takes the hassle out of mattress shopping with simple online purchases. It offers free nationwide shipping, a 100-night trial period, and free returns. Sonno Singapore won Superbrands recognition in 2019.
LENSKART SOLUTIONS PTE. LTD.
Incorporated in 2018, Lenskart Solution is an eyeglass and sunglasses retailer. It offers high-quality, diversely designed eyeglasses and sunglasses. Lenskart Solution provides eyeglasses that are affordable for everyone, regardless of their income.Often, people have to settle for low-quality eyeglasses with unattractive designs. Lenskart Solution provides Singaporeans with high-quality eyeglasses and sunglasses.
PPM MEDICAL PTE. LTD.
Repeated company
NOVELSHIP PTE. LTD.
Repeated company
ONTHELIST PTE. LTD.
Repeated company
DESIGN COLLECTION PTE. LTD.
Founded in 2006, Design Collection is headquartered in Singapore, where it owns and operates the retail business of the Bang & Olufsen flagship store. The company's retail, wholesale, and operational networks have extended throughout Europe, Asia, Australia, and New Zealand, with three offices in Denmark, Singapore, and Australia. Danish Design Collection spreads Danish design brands globally, and it now owns and distributes Ro Collection, in addition to Bang & Olufsen, Georg Jensen, by Lassen, Menu, Silkeborg Uldspinderi, and others. The Design Collection offers a payment option titled Atome, a "buy now, pay later" option that is available for both in-store and online orders. Atome enables you to make purchases and divide the cost into three equal instalments, with no interest or service fees.
ASN PTE. LTD.
Incorporated in 2017, ASN PTE LTD is a holding company with a diversified portfolio of investments in the watch business, ranging from retail and distribution to technology. The holding company now consists of three business units in the watch industry (2tonevintage Watches, A&N Luxury Group, and 2tone Service Center). The company ensures that every piece of jewellery in the gallery is uncommon, exceptional, original, and real. Aside from historical wristwatches, it also retails vintage pocket watches, collectible clocks, modern timepieces, and accessories such as straps and watch boxes. ASN watches and clocks are purchased from both the local market and reputable suppliers all over the world. At the same time, it ships directly to customers across the globe, particularly in the United States and Southeast Asia.
FERNS N PETALS SGP PTE. LTD.
Incorporated in 2019, Ferns N Petals is an online florist and gifting company with a large selection of fresh flowers and gifts. It offers floral delivery surprises for all occasions. Flowers, cakes, chocolates, customized presents, hampers, plants, bouquets, corsages, mugs, photo frames, and other products and services are available in-store. Ferns N Petals provides services such as corporate gifting and personalized gifting for loved ones. Ferns N Petals has expanded from India to worldwide regions.